While fashionistas say that silver will be flying off the shelves this season, Harrods is going for gold. But while it will be for sale “off the shelf”, it is unlikely to be flying anywhere.

For a start, it weighs nearly two stone. And second, it will cost nearly £300,000.

The Knightsbridge department store yesterday began selling bars of pure Swiss gold bullion as part of a range that is being displayed in a miniature vault on the lower ground floor.

A selection of seven coins including the British Sovereign, Australian Kangaroo and American Gold Eagle are being sold alongside gold bars ranging from 1g (small enough to fit in a lipstick case, perhaps) to 12.5kg, the standard size favoured by robbers in Hollywood stickups.

The store has formed a collaboration with the Swiss refiner Produits Artistiques Metaux Precieux. Though until now British shoppers have been able to buy gold online, Harrods is the first London shop to offer gold in-store. Customers can collect their purchase in person.

Chris Hall, head of Harrods Gold Bullion, said: “For many people this is a new and unfamiliar asset class that demands absolute trust. Up until now, however, London has had no well-recognised name serving this market. Harrods saw the opportunity to help individuals buy physical gold in a prudent manner.”

The store said it was seeing “high transaction values go through” after its first day of sales yesterday. A spokesman said it was catering to the tastes of its typical shopper. “It’s the Harrods customer who might make a serious investment opportunity.”

According to yesterday’s gold-fixing prices in New York, a full-sized gold bar would cost about $466,000 (about £286,000). Though most other methods of investment remain shaky, gold prices are at a record high. Last year gold suppliers were struggling to keep up with demand.

“For depositors, low-fixed returns together with higher systemic and flat currency risk means that gold now bears serious consideration in a well-diversified portfolio,” said Malcolm McLean, general manager of Harrods Bank.

“The fact that a company like Harrods is moving into the physical gold market is interesting,” said Adrian Ash, head of research at Bullionvault.com, the online gold trading company. “It shows gold is moving back into the mainstream, having spent two decades in the arena of cranks and gold bugs.”

For those who don’t live in Fort Knox, there is an option to accessorise their purchase with a safe deposit box, vault or international service courier.

If you are not happy with your purchase, there is always the chance to return it at the current market price. And if you can’t afford a real gold bar you could always pop over to the food hall and buy the chocolate version — for £9.95.